Day 2, 21 October: The human edge of modern marketing

REQUEST BROCHURE

Marketers face a critical question as automation accelerates and personalisation scales. How do we remain trusted, relevant, and resonant? Explores the tools and tactics that reconnect marketing with the customer through emotion, intelligence, and ethical design.

Agenda

21 October

08:30

REGISTRATION & REFRESHMENTS

09:00

Welcome Address

09:10

[Opening keynote]

Every business becomes show business: Lessons from the Baby Shark case

Build predictive segments that balance statistical accuracy with emotional relevance
Identify and suppress low-propensity audiences without breaking trust
Orchestrate messaging based on real-time behaviours and intent, not static personas

Ryan Lee

EVP and Co-Founder

The Pinkfong Company (Baby Shark)

09:40

[Case study]

Trust fatigue: Winning back belief in a privacy-first world

Embed consent and data transparency into UX as default design choices
Detect early trust erosion signals through content engagement and opt-out trends
Codify brand consistency across decentralised messaging channels

10:10

[Panel discussion]

Loyalty has changed: And your strategy hasn’t

Design loyalty systems around emotional utility and behavioural relevance
Trigger retention moments based on lifecycle inflections, not time-based schedules
Build loyalty UX that prioritises ease, recognition and connection, not just transactions

Moderator:

Karen Wong

Deputy Editor – North Asia

MARKETING-INTERACTIVE

Panellists:

Fiona Tin

Regional Director, Northeast Asia and Oceania

Nichebox

Wee Kee Ng

Vice President, Deputy Head of Shangri-La Circle

Shangri-La International Hotel Management

Birgitta Tam

Head of Customer Digital Experience and Innovation

The Hong Kong Jockey Club

10:40

MORNING COFFEE & NETWORKING

11:00

[Lightning Talk]

Agentic digital humans: The next frontier of brand experience

Discover how digital humans create immersive, human-centric engagement that inspires new possibilities.

Anita Wong

Technology Architect

Green Tomato

11:15

[Lightning Talk]

From scripts to success: How generative AI storytelling transforms business growth in Hong Kong

Learn how AI-powered creative studios are breaking traditional barriers to deliver compelling stories at scale.

Daniel Chan

Founder & CEO 

JoJo Ventures

11:30

[Case Study]

20 years of HK Disneyland magic: Building a tourism flagship in the region

Unpack how Hong Kong Disneyland evolved from a theme park launch into a regional tourism anchor brand.
Learn how storytelling, guest immersion, industry collaboration, and global resonance drove sustained growth.
Explore strategies for maintaining brand relevance while driving economic and cultural impact over two decades.

Sam Chan

Director of Marketing

Hong Kong Disneyland Resort

12:00

[Case Study]

AI beyond the hype: Small steps, big impact in marketing campaigns

Showcase how leading FMCG brands are weaving AI into campaigns to drive engagement and inject playful, memorable elements
Explore how AI creates value across engagement, scalability, analytics, and segmentation – not just as a gimmick
Share strategies for adopting quick-win AI innovations that deliver measurable ROI and justify investment

Jeffrey Hau

CEO

PRIZM Group

12:30

NETWORKING LUNCH

13:30

[Case Study]

Engagement at the edge: Making every channel pull its weight

Identify overlooked signals and intent-rich data to unlock disproportionate impact.
Prioritise investments across fragmented, multi-channel environments.
Build adaptive frameworks that elevate underutilised channels into growth drivers.

Natalie Lee

Vice President, Omnichannel & Client Development

Louis Vuitton South Asia Pacific

14:00

[Fireside Chat]

Friction is the enemy: Designing truly seamless shopping journeys

Pinpoint drop-off hotspots by mapping friction across discovery, comparison, and conversion paths
Connect data, content, and design systems to enable responsive checkout and journey re-entry
Quantify revenue at risk by linking journey interruptions to behavioural and transactional loss

Mami Sakamaki

Director, Global Travel Retail

Philip Morris International

14:30

[Lightning Talk]

Brand meets basket: Unlocking category growth through integration

Explore how P&G connects brand-building with commerce to drive growth through consumer insights and retail media partnerships like DFI.

Terence Wan

Brand Innovation & Operation Director

Procter & Gamble

14:45

[Lightning Talk]

Beyond conversations: Practical AI applications in modern marketing

See how AI moves past chat to power real-time decisions, personalisation, and marketing impact.

Phoebe Lian

Chief Marketing Officer and Senior Vice President

YF Life Insurance International

15:00

AFTERNOON BREAK & NETWORKING

15:20

[Case Study]

Performance marketing: Is it really performing?

Audit media effectiveness beyond platform-reported metrics to uncover performance gaps
Identify signal decay, attribution flaws, and optimisation blindspots that inflate perceived success
Reframe success by tying media activity to incremental business outcomes, not just channel KPIs

Samson Fong

Regional Head of Marketing

Beame

15:50

[Panel Discussion]

From everywhere to anywhere: AI-powered data activation for the omnichannel win

Leverage AI to unify fragmented customer touchpoints into a single, high-performance marketing engine.
Trigger hyper-relevant moments across digital, physical, and emerging channels without breaking flow.
Turn omni-channel chaos into competitive advantage with predictive, always-on activation.

Panellists:

Fatima Lam

Marketing Director, APAC

Bonhams

Eileen Tang

Head of Digital Business

Hong Kong Maxim’s Group

16:20

Closing remarks by MARKETING-INTERACTIVE

16:25

LUCKY DRAW & END OF CONFERENCE

DAY 1 AGENDA

REQUEST AGENDA

Ryan Lee

EVP and Co-Founder

The Pinkfong Company (Baby Shark)

Ryan is the Executive Director and producer of the content business – animation, mobile app, and online game – seasoned through various project launches and operations in Korea and the global market for over 20 years. He has an extensive knowledge and experience in the content industry, building networks and co-working with internal and external stakeholders. At the Pinkfong Company, he has produced 3 seasons of The Baby Shark Big Show! with Nickelodeon and produced more than 1,000 songs and stories including the viral ‘Baby Shark’ video, which has garnered over 15 billion views as YouTube’s the No.1 most watched video. He also provides cross-functional management; direct 46 employees across local subsidiaries and global business. Ryan also launched the first-ever North American tour ‘Baby Shark Live’ and produced an animated TV series, Pinkfong WonderStar in South Korea. Ryan directs Pinkfong’s brand marketing, while spearheading licensing business and diversification of content distribution channels.

Karen Wong

Deputy Editor – North Asia

MARKETING-INTERACTIVE

Karen Wong is the deputy editor for MARKETING-INTERACTIVE where she focuses on North Asia regional news and trends in advertising, marketing, business and economy.

Wong has over seven years of experience in the media industry, covering a slew of verticals from politics to current affairs and business. She has extensive experience working on both print and online platforms. Wong is in charge of driving editorial and social media content for MARKETING-INTERACTIVE’s North Asia audience.

Wong also represents the MARKETING-INTERACTIVE brand at many leading industry events and interviews high profile industry players across North Asia. As a multi-lingual journalist, Wong also worked for Hong Kong Economic Journal and East Week before joining Lighthouse Independent Media. In her previous experience, she gained considerable knowledge of the Hong Kong market, where she harnessed her passion for writing and creating in-depth content for readers.

Fiona Tin

Regional Director, Northeast Asia and Oceania

Nichebox

With over 20 years of experience in luxury marketing, Fiona Tin has built a career rooted in creativity, resilience, and a thoughtful understanding of consumer behavior. As Regional Director for Northeast Asia and Oceania at Nichebox, she leads the niche perfumery sector, championing the heritage of Clive Christian and the innovation of Liquides Imaginaires through authentic storytelling and bold strategies.

Fiona’s career spans transformative roles, including five impactful years at CHANEL, where she spearheaded marketing for the Fragrance and Beauty Products Division in Hong Kong and Macau. She also held leadership positions at Pandora Jewelry Asia Pacific and Richemont, where she launched new product franchises, drove global brand-building projects, and created campaigns that earned over 20 prestigious Marketing & PR awards.

As a public speaker, Fiona engages her audience with humility, warmth, and professionalism. In her TEDx Talk 2024, “Orchestrating a Life of Growth from Within”, she reflects on overcoming setbacks and personal challenges to emerge stronger and more compassionate. Fiona’s story encourages others to embrace creativity, redefine success, and take bold steps toward meaningful change, guided by courage, innovation, and passion.

Wee Kee Ng

Vice President, Deputy Head of Shangri-La Circle

Shangri-La International Hotel Management

Wee Kee Ng oversees the growth and development of Shangri-La’s loyalty programme and is responsible to drive growth in customer base, increasing business share from the group’s most valuable customers and leveraging global partnerships to drive awareness and incremental business.

Most recently in Apr 2022, Ng launched Shangri-La Group’s Shangri-La Circle, Asia’s latest travel lifestyle platform and rewards program that goes beyond a traditional hotel loyalty program. Shangri-La Circle is a complete transformation of Shangri-La Group’s Golden Circle loyalty programme, and is designed to enrich travel across all consumer touchpoints, including on property, digital & mobile channels, social media content and iconic lifestyle partnerships.

Ng also led key initiatives such as the group’s first co-brand credit card in China and an industry first alliance with Taj’s Inner Circle loyalty programme.

Birgitta Tam

Head of Customer Digital Experience and Innovation

The Hong Kong Jockey Club

Birgitta Tam is the Head of Customer Digital Experience and Innovation at The Hong Kong Jockey Club, where she leads the customer-centric digital strategy and transformation for over 2 million customers, achieving 90% of turnover through digital channels.
Her work spans the entire customer journey—from acquisition and onboarding to engagement and loyalty—ensuring a seamless and impactful end-to-end experience across all touchpoints.
With over a decade of success as a digital experience strategist, Birgitta has spearheaded numerous innovative initiatives to elevate the omni-channel experience. Leveraging cutting-edge technologies such as AI, Fintech, and data analytics, she has driven advancements in eCommerce, content strategy, and loyalty programs, consistently delivering value and innovation in the digital landscape.

Anita Wong

Technology Architect

Green Tomato

Advocating for new technologies and welcoming the new age of AI, Anita is a Technology Architect at GreenTomato’s R&D Team—Team Alpha, where she is positioned as an “AI Evangelist,” leading and facilitating internal innovation initiatives while actively sharing the latest developments in Generative AI. With over 15 years of experience, she’s proficient in various skills and cloud platforms, and has equipped AI expertise, including prompting, fine-tuning, and AI applications.

After graduating from the Hong Kong Polytechnic University with a computing degree, Anita joined GreenTomato and played a crucial role in the development of Talkbox (the #1 social networking app worldwide), serving as its Chief Architect since 2020. She’s passionate about teamwork, continuous learning, and sharing her expertise with aspiring tech professionals.

As an AI advocate, Anita enjoys sharing her knowledge with young people and actively participates in campus sharing activities. In recent years, Anita has shared insights on the value of Generative AI at universities like HKBU, secondary schools, and NGOs, bridging the gap between education and the latest technological developments, sparking discussions, and exploring further possibilities that AI technologies can offer.

Daniel Chan

Founder & CEO 

JoJo Ventures

Daniel Chan is the CEO and Founder of JoJo Ventures, a next-generation AI creative studio pioneering the future of storytelling. Under his leadership, JoJo Ventures has completed 100+ projects spanning film, TV, commercials, and diverse content, and has achieved notable recognition including Runway Creative Partner status, PolyVerse Bronze Award, and extensive media coverage across SCMP, TVB, RTHK, Yahoo!, and other leading outlets worldwide.

A serial entrepreneur and angel investor in AI, web3, and fintech sectors, Daniel currently serves as an Advisor to Hailstone Labs and is an active member of the CityUHK Foundation and Lions Club of Huaxia Hong Kong. His entrepreneurial track record includes guiding AI x Web3 projects at Hailstone Labs to secure multi-million dollar funding and serving as Ex-CTO of Wombat Exchange, where he led financial platform development that raised over US$10 million.

Sam Chan

Director of Marketing

Hong Kong Disneyland Resort

Sam Chan is the Director of Marketing at Hong Kong Disneyland Resort (HKDL), where she has played a pivotal role in supporting the resort as a tourism flagship in Hong Kong and the region. With the collaborative effort of Sam and her team, HKDL has executed highly successful marketing campaigns, from the world’s first and largest World of Frozen, to the celebration of HKDL’s 20th Anniversary “The Most Magical Party of All!”, attracting tourists from a diverse source of markets across Hong Kong, Greater Bay Area, Southeast Asia and international markets.

Sam is a seasoned marketing professional with over 20 years of experiences including 15 years at HKDL in leading spearheaded innovative marketing campaigns, leveraged major social media platforms, such as Facebook, Instagram, RedNote, WeChat etc to promote HKDL in various markets. Sam’s continued dedication to creating magical moments has solidified HKDL’s reputation as a must-visit destination in the region, driving both local and international tourism growth.

Jeffrey Hau

CEO

PRIZM Group

After gaining his degree in psychology from UCLA, Jeffrey Hau returned from Silicon Valley and started his venture to become one of the pioneers in Hong Kong’s social media marketing space. During the years, he spotted the immense momentum of digital platforms and affirmed that traditional advertising knowledge was insufficient in the fast-changing digital era. He thus founded Prizm, a marketing agency with the mission of delivering solutions to brands that seamlessly integrate content creativity and marTech capability.

Natalie Lee

Vice President, Omnichannel & Client Development

Louis Vuitton South Asia Pacific

Natalie Lee is senior luxury fashion executive with over 20 years of experience driving growth, innovation, and transformation across Asia Pacific. She is currently Vice President of Omnichannel & Client Development for Louis Vuitton Sout Asia Pacific, where she leads strategies to elevate client experience, advance digital commerce, and integrate retail and online performance across divers markets.

Prior to Louis Vuitton, Natalie was General Manager of Asia Pacific at Yoox Net-A-Porter Group, overseeing four luxury and fashion platforms with full P&L responsibility. She launched localized Korean and Japanese sites and apps, and led teams across marketing, PR, personal shopping, client relations, site trading, and business analytics.

She previously served as Vice President of Asia Pacific at Vestiaire Collective, where she turned the region into the company’s fastest growing market within six months, and as a Director of Fashion Category at Coupang, where she built the fashion business from ground up and led a CEO-appointed turnaround taskforce. Natalie also held senior leadership roles and Zalora, expanding womenswear portfolio and launching its premium category.

Mami Sakamaki

Director, Global Travel Retail

Philip Morris International

Mami Sakamaki – Director Marketing, Digital and Commercial Enablement at Philip Morris. Experienced marketer and business development professional with working experience in East Asia regional position and various market leadership roles.

Thrives in fast-paced and dynamic environments with passion in consumer centric marketing, digital transformation, and commercial organization development. With a scientific and innovative product portfolio management at the core, have been responsible delivering B2B & B2C integrated brand communication and omni-channel consumer experiences. Advocates fostering values for continuous learning, mutual development of self, teams and among professional communities.

From Tokyo Japan, holds a degree from Tufts University, Boston and Museum of Fine Arts, Boston.

Terence Wan

Brand Innovation & Operation Director

Procter & Gamble

Terence is a seasoned P&G Brand & Commercial Leader with over a decade of end-to-end marketing experience across Greater China markets. He has a track record of leading regional brand franchise and business delivery in multiple business units including skin care, feminine care and male grooming.

Terence now serves as the Brand Innovation and Operation Director for P&G Hong Kong and Taiwan markets, where he spreadheads corporate media and omnichannel brand building capabilities to unlock new growth potential.

Phoebe Lian

Chief Marketing Officer and Senior Vice President

YF Life Insurance International

Phoebe Lian is a dynamic and experienced leader in the insurance industry, currently serving as the CMO and Senior Vice President at YF Life Insurance International Limited. She is also responsible for the marketing, human resources, strategy, and internet sales departments at the YFlife company.

With a proven track record in driving growth and innovation, Phoebe has held key executive positions in media and finance. Her academic credentials include degrees from Communication University of China, Peking University, and Cheung Kong Graduate School of Business, providing her with a solid foundation in business strategy and leadership in finance industry.

Samson Fong

Regional Head of Marketing

Beame

With over 10 years of experience, Samson is a senior growth marketer specializing in scaling startups. As an early team member at companies like Xiaomi, DJI, and Zenyum, he was instrumental in their journey from launch to hyper-growth, building brands and multi-million-dollar campaigns from scratch.

Currently, Samson is the Regional Head of Marketing at Beame and a Partner at Inspect Element, a Hong Kong venture builder. He leverages his diverse experience to guide high-potential founders with their go-to-market plans, sharing his expertise as a guest lecturer and a volunteer consultant for NGOs.

Fatima Lam

Head of Marketing, APAC

Bonhams

Fatima Lam leads marketing across APAC for Bonhams, one of the world’s leading auction houses. With 15+ years in the art and luxury sector, she specialises in brand development, digital and social media, and events, driving visibility and sales in key markets including Hong Kong, mainland China, Taiwan, and Singapore.

Previously with Poly Auction Hong Kong and Jaquet Droz (Swatch Group), she has delivered 360° campaigns and integrated media strategies, leveraging her expertise in project management and agile marketing. Passionate about merging art and technology, Fatima has pioneered customer engagement through innovations like AR walkthroughs and live-streamed auctions, showcasing art and culture across the region.

Eileen Tang

Head of Digital Business

Hong Kong Maxim’s Group

As an experienced digital advocate and champion, Eileen has proved herself with a demonstrated successful track record in diversified industries. She joined Maxim’s Group as group head of digital business in 2022. She takes the role as the key strategic leader to drive digital transformation for Maxim’s Group.

She establishes and leads a robust and holistic digital strategy for the group including crafting and owning digital platform, which satisfies the unique needs of Maxim’s customers while delivering on business goals and objectives. She heads up a digital team and takes the lead in driving changes to bring about digital transformation to the workplace and services across the group.

Meanwhile she is responsible for external digital distribution partnership for the group. With a deep understanding of digital ecosystems, and well combined with her capability and expertise in brand marketing and digital business, she has made and will continue to drive Maxim’s digital transformation. Before her relocation to Hong Kong, she had taken various executive roles in Alibaba.